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E-mail China Daily, November 18, 2024
The Guangzhou auto show, which runs through Nov 24, is spotlighting a dazzling lineup from Chinese and international carmakers.
Like the Cantonese dim sum specialties for which the capital of South China's Guangdong province is famous, the variety of vehicles — more than 1,100 — offers something for every taste, ranging from luxurious Mercedes and Lamborghini to local giant BYD and feisty domestic startup Xiaomi.
As China's last major auto exhibition of the year, the event spans over 220,000 square meters, encompassing both indoor and outdoor spaces. Highlights include the global premieres of 78 models, including six from international automakers and 512 new energy vehicles.
Domestic manufacturers BYD and GAC Group each has an entire hall to showcase their products.
In addition to premiering its Seal 06 GT, covered with images and elements from the popular video game Black Myth: Wukong, BYD has unveiled the Xia MPV, named after Xia, the first dynasty in China. It's the latest model in the company's signature Chinese dynasty series, which also includes Qin, Han, Tang and Song. The Seal is a popular model of BYD's ocean series, which goes hand in hand with the dynasty series.
GAC's indigenous EV subsidiary Aion is showcasing its third model for the global market, the A-class UT, and a large-sized electric SUV, the Hyper HL.
GAC's two joint ventures with Japanese carmakers are also on display. GAC Toyota, which is celebrating its 20th anniversary, is premiering the bZ3X, which is its first self-developed electric model, while GAC Honda is unveiling its Ye brand, specifically developed for the Chinese market, including the Ye P7 and the Ye GT Concept. Honda plans to launch six Ye models in China by 2027.
Meanwhile, German brands continue to be ambitious in their transition toward electrification. Audi is showcasing its namesake electric brand AUDI, which was unveiled with its Chinese partner SAIC last week in Shanghai.
"By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to tap into new and more tech-savvy customer segments," said Audi CEO Gernot Doellner.
The models are based on the Advanced Digitized Platform, co-developed by Audi and SAIC. The first three will be in the mid- and full-size segments, with the first to start sales in 2025.
At the Mercedes booth of 29 models, the star is the electric G 580. "The model completes our lineup in the luxury EV segment, ushering luxury hard-core off-road vehicles into the electric age," said Duan Jianjun, president and CEO of Beijing Mercedes-Benz Sales Service Co.
The German carmaker is highlighting its "Mercedes quality", stressing that both gasoline and electric vehicles meet its highest standards while offering smart and pleasant experiences for drivers and passengers.
Another German giant, BMW, is offering a constellation of vehicles from its BMW and MINI marques and motorbikes. Steven Shao, vice-president of sales and marketing at BMW Brilliance, said the brand has found its own pace in the unprecedented transformation seen in the Chinese market.
Shao noted that while Chinese startups have accelerated the launch of new vehicles, BMW will not follow suit because each of its models will have at least 2.5 years of road tests. "We stick to our own pace and to our original commitment of offering our customers sheer driving pleasure," he said.
Meanwhile, Chinese startups such as Nio, Li Auto, Avatr and Xiaomi, are aggressively pursuing advancement in the competitive marketplace. Xiaomi CEO Lei Jun was the biggest attention grabber at the opening day of the auto show. A smiling Lei was followed by scores, if not hundreds, of mobile phone screens, when he walked from booth to booth.
Its first model, the SU 7, was launched in late March. Its sales in October exceeded 20,000 units, bringing its total sales so far to exceed 100,000 units, its annual sales target for this year.
The cult for Lei may continue for some time before its sales hit a bigger milestone.
Other startups' founders also caused a stir, but they are gradually becoming everyday CEOs. One example is Li Xiang, founder of Li Auto, who was an active social media user and was even known to angrily reply to his followers.
Li has now become less eye-catching. His company saw its 1 millionth vehicle roll off the assembly line last month.
Just one day ahead of the Guangzhou show's opening, China's 10 millionth NEV of the year rolled off the assembly line in a Voyah plant in Wuhan, Hubei province.
